YouTube Lets You Try on Makeup Using Augmented Reality

Google knows how popular beauty videos are on YouTube, and in particular makeup tutorials. With that in mind, this week it has introduced AR Beauty Try-On, allowing viewers to virtually try products as they watch through the use of augmented reality (AR).

Earlier this year, YouTube experimented with adding an AR experience to the videos of several beauty brands using the YouTube iOS app. It allowed viewers to take advantage of the camera on their phone to virtually try on the lipstick being discussed in the video. 30 percent of viewers activated the AR experience and spent over 80 seconds watching it. That was high enough engagement for YouTube to take it seriously as a feature and role it out more widely.

With AR Beauty Try-On, brands can partner with Google's in-house branded content platform FameBit to launch a campaign and add the AR feature to their makeup tutorial videos. The first brand to do so is MAC Cosmetics and others are sure to follow. As well as keeping viewers engaged with the video for longer, there's an opportunity to offer a purchase link below the video, not just for the product being shown in the video, but for the specific color the viewer just tried on virtually.

For products that don't make sense to try on virtually, Google is rolling out the combination of Swirl and Poly. Swirl allows brands to present their products as interactive 3D objects on the mobile web. Viewers can then easily rotate, zoom, or play an animation showing off the product. Poly is a new editor meant to make editing 3D assets and their backgrounds a simple task. Poly even allows the addition of realistic reflections.

We always have to remember that Google is an advertising company and it will use its popular online services to boost ad revenue whenever possible. More and better interaction with what's happening on the screen is clearly a way to achieve that.

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